Impact

+2% boost in modernity and shelf appeal—transforming 1.2 billion annual purchases.

Maaza

Modernising a Billion Dollar Icon

From the streets of Mumbai to every corner of India, Maaza isn’t just a mango drink, it is mango. Bigger than Coke in India, it is a billion-dollar brand in the world’s most fruitful beverage market. But while thirsty consumers sipped on category newcomers like Raw and Fruuti, Maaza had a clear challenge to stand out from its competitors: evolve from a household favourite into a powerhouse.

Previous Identity

This wasn’t just a refresh. This was about giving Maaza its first-ever brand world, one that could capture the full-bodied flavour of Alfonso mango in every pixel, pack and poster. A world that would make your mouth water long before you twisted the cap.

Our mission? Make Maaza look as indulgent, juicy and irresistible as it tastes. Introducing Mangotopia, a golden grove of sunlit trees, juicy pulp and unfiltered pleasure. Their new identity conveys a lush, radiant world, full of flavour and indulgence, oozing letterforms, sun-drenched hues and luscious textures.

The result? A future-proof identity that honours Maaza’s legacy, drives standout in a sparkling-dominated market, and reconnects with a new generation of mango lovers. Today, it touches 1.2 billion purchases annually, with a 2% increase in consumer perception of modernity and packaging appeal.

Rebranding Maaza came with high stakes. In a mango-obsessed nation, this wasn’t just about design, it was about evolving an icon. That’s why our partnership with Taxi Studio was so critical. Together, we created a future-proof identity that honours Maaza’s legacy and modernises its presence."

Lavanya Hatwalne

Director Marketing, Brand Maaza